Adobe Adds Features to Online Marketing Suite

Peter Prestipino

Posted on 7.21.2010

Internet professionals are beginning to see the fruits of Adobe’s acquisition of business optimization platform Omniture.

Adobe announced several new features have been added to its Online Marketing Suite including advanced bidding tools for Facebook ads, image ad support for the Google Content Network, real-time personalization of content for native Blackberry and Android mobile apps, and some reporting and dashboard enhancements.

One of the most interesting additions for marketers and advertisers are the advanced bidding strategies. Adobe customers now have the ability to identify and target high-performing customer segments on Facebook and automatically optimize the performance of their Facebook display campaigns based on any success metric, such as cost per click (CPC) or cost per thousand impressions (CPM).

Another interesting feature is image ad support for the Google Display Network. Users can import and store images for future creation and delivery of ads through Adobe SearchCenter. Adobe also updated its Test&Target solution so marketesr can personalize online content to specific audience segments.

A feature that really stands out to me is that Adobe has integrated video tracking into its new OSMF (Open Source Media Framework) video player as a way to play and measure online video. This will allow marketers to easily deploy and tag online videos.

“Our focus remains on meeting customer needs and driving innovation into the Adobe Online Marketing Suite,” said Josh James, senior vice president and general manager, Omniture Business Unit, Adobe Systems Incorporated. “The suite, now bolstered by the resources available through Adobe, continues to resonate with existing and new customers. It is becoming the exception for online marketers to utilize Omniture technology for just online analytics. Our customers are becoming increasingly sophisticated marketers and many of them are adopting multiple solutions within the Online Marketing Suite that help them unlock the power of their data to drive conversion and optimize ad spend.”